Applications of Artificial Intelligence and automated Bots are insinuating their way into our daily lives—from Siri and Alexa, to cars that analyze and coach your driving, and refrigerators that can generate a shopping list by analyzing their own contents. Facebook’s ability to recognize the faces of your friends from their pictures is powered by AI technology, as are the exceptionally effective targeted ads on Amazon.
As a consumer, you’ve doubtless already encountered plenty of AI applications, and interacted with lots of bots. But as a general marketer, have you thought about all the different ways you can put them to work for your own purposes? Here is a look at how AI and Bots for marketing are being put to effective use by many of today’s savvy marketing pros.
AI for Marketing Is Already All Around You
Artificial intelligence is already here, and you’re probably engaging with it more than you realize.
You’re in good company – Hubspot surveyed more than 1,000 consumers and determined that 63% of respondents were already using AI technologies — they just didn’t realize it.
From content curation, to SEO, to email marketing, many different types of AI are being deployed, with a dual benefit: Not only do they make human marketers’ lives easier, they also make them better at their jobs. When processes are optimized and made faster by technology, accuracy and output rates improve. But even more important – as a marketer your time is freed up for more critical thinking tasks like data analysis and long-term planning.
Using machine learning (a form of AI) these technologies can actually learn from your historic data —for example, which kinds of leads closed deals, and which didn’t—to help you understand the kinds of leads and accounts to target in the future.
Bots for Marketers: Our New Best Friends
Bots have many use cases for business in general. They can act as automated researchers, virtual assistants, travel agents, receptionists, and in the case of certain medical answers websites, triage specialists. The possibilities expand every day. They also have many uses within the Marketing team.
Bots for marketing act as extensions of our own brains so that we only have to pose a simple query, and get a wealth of valuable marketing data returned in an instant. When used correctly, they can also help you gather, sort and segment customer information to help you refine and target your most valuable buyer personas.
Seven Ways to Be More Productive Using AI and Bots for Marketing
Website Design With AI
Struggling with your developers on creating a new website? If you enjoy trying out cutting edge tech, you can now use an AI system to build your website instead. The Grid uses AI named Molly to design websites, and a few creators are already using Molly-built sites. You’ll still be an early adopter – but the process itself could become a great story for you to tell.
Content Creation & Editing With AI
Content writers, beware. AI applications like Wordsmith and Quill are already being used by the likes of The Associated Press and Forbes to create clickable news content. Using templates and fill-in-the-blanks to enter relevant data and keywords, these tools can generate unique written content that actually reads like it was written by a human.
Taking it a step further, you can edit AI-generated content using Hemingway App. This simple AI makes prose bolder, clearer, and more concise by highlighting complex sentences and suggesting different word choices and phrasing.
Content Curation With AI
There’s nothing worse than the moment when you finish an amazing new series on Netflix. But this leading curator of streaming content has you covered with plenty of suggestions based on things you’ve watched before. That’s the power of AI content curation: using it keeps visitors on your site longer, and clicking over to new content based on their browsing history.
This technique is most commonly found in the ‘customers who bought X also bought Y’ section on many sites, but can also be applied more widely to blog content and personalizing site messaging. It’s also a great technique for subscription businesses, where the more someone uses the service, the more data the machine learning algorithm can use to improve its future recommendations.
Unfortunately, as with many AI applications there aren’t any out-of-the-box tools for content curation that you can use right now. Most businesses hire or use their own data engineers to design the algorithms they need. But if your enterprise is of that scale, it’s worth adding to your toolkit.
Search Terminology Using AI
Two big AI advances have changed online searches and the entire field of SEO: voice search, and Google’s RankBrain. AI has already had a tremendous impact on the way users conduct online searches, and, in turn, that’s changing the way marketers need to create and optimize content.
RankBrain is Google’s machine-learning algorithm that was created to deliver more relevant search results. It interprets queries based on the natural human voice (literally, or in the style of the query that we use with the most popular virtual assistants like Alexa). Location targeting is built into algorithms as well. All this has begun to disrupt the traditional form of search query that you might have typed in (“Season ticket info, Cleveland Browns”), so that now all you have to do is say, “Where can I get season tickets to the Browns?”
Long-tail keywords are being replaced by conversational keywords, which is great news for writers who prefer to use a natural voice over contorting their phrases to match artificially constructed keywords.
Marketing Automation With AI
AI can automate the segmentation process and start sending customized content based on each recipient’s life-cycle stage via email, text messages, and in-app notifications. If you’ve ever had to set up a master dashboard for triggering automated communications, you will appreciate having a virtual assistant with the capability to take over all that automation setup and account monitoring.
Social Media Advertising Using AI
Have you ever been asked by Facebook or Linkedin if you don’t want to see an ad, and then been asked to check a box with the reason you don’t want to see it? These opt-outs all contribute to deep learning about the user.
Platforms use these insights to algorithmically curate a news feed better suited to user preferences, and ad buyers don’t have to waste money serving ads users have already indicated they don’t like.
Adgorithms offers AI that can take over entire advertising campaigns. Its new “Albert” will handle the bidding, integration, management, and execution of ad campaigns across platforms — from email, to search engines, to social media.
Human marketers and business leaders tell Albert about a campaign’s desired outcome, target audience, and geographic area, and “he” handles the rest. Because Albert is a Bot, he works a lot faster than people, and he can also identify different audience niches and buying patterns by analyzing data, automatically.
Bots for Marketing to Support The Hand-Off to Sales
Chatbots allow you to gather the information you need to then create personalized messages that can help guide your users through their buyer’s journey.
To make your chatbot lead-nurturing campaigns as effective as possible, gather the information you need and conduct some split testing on your personalized messages. With this, you’ll be able to tailor your marketing efforts to each and every lead that visits your website or social media profiles.
GrowthBot is a personal sales and marketing research assistant. It can provide answers to common questions asked by marketing and sales professionals — without them having to hunt down the information themselves. It even connects with Google Analytics for answers on site performance.
It’s also integrated with both Slack and Messenger. Users already on the platform click over to ask specific questions about different industries and brands, and the highly technical answers are served up quickly without having to track them down.
AI is the Future – Don’t Get Left Behind
As machine learning grows smarter, we have to keep up with the smartest ways to use it. If you’d like advice on selecting ways to incorporate AI or Bots into your marketing programs, contact us at Leadit Marketing. We’re happy to help.
Shannon Prager is recognized B2B marketing strategist and the President of Leadit Marketing. She is responsible for the daily operations and management of Leadit Marketing as well as the long term vision for the company.
A marketing leader with over 19 years of B2B demand generation and marketing experience, she understands the importance of a fully developed integrated marketing strategy. Shannon’s background includes demand generation, marketing automation, social media, digital marketing, customer marketing, account based marketing and marketing operations. You can follow her on LinkedIn via https://www.linkedin.com/in/shannonprager or Twitter @ https://twitter.com/LeaditMarketing
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